CONSUMERDECISION MAKING            katherine chin
CONSUMER DECISION MAKING Behind the visible act of making a purchase  lies a decision process that must be  investigated....
 The purchase decision process is the stages a buyer passes through in making choices about which products and services t...
Consumers are exposure to over 250 advertisement messages per day                         Notices only                    ...
LEVELS OF CONSUMERDECISION MAKING       Routine    Limited    Extensive       Response   Decision   Decision       Behavio...
EXTENSIVE DECISION MAKINGThis first level requires the consumer extensive information to create a set of criteria to deci...
LIMITED PROBLEM SOLVINGThe second level of decision making with which consumer has established the basic criteria for eva...
ROUTINARY RESPONSEBEHAVIORThe third or last level of decision making, that consumer already had previous information abou...
CONSUMER DECISIONMAKING MODELInput StageProcess StageOutput stage                    katherine chin
INPUT STAGE Also called as the External Influence The consumers’ identification of a product  need. Two major sources o...
PROCESS STAGE The consumer decision making stage Need recognition Prepurchase search Evaluation of alternatives Decis...
OUTPUT STAGERefers to as post-decision activities.Purchase Behavior: A trial purchase is dependent on consumers’ satisfa...
These insights into Filipino consumer purchase habits were culled from the annual      Philippines Shopper Trend Report by...
DIFFERENT FILIPINOCONSUMERSImpulsive BuyerSale SeekersLoyal to BrandGreen-mindedBuy Less More Often                  ...
katherine chin
katherine chin
katherine chin
katherine chin
katherine chin
THANK YOU            katherine chin
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Consumer Decision Making

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Consumer Decision Making and Filipino Consumers

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Consumer Decision Making

  1. 1. CONSUMERDECISION MAKING katherine chin
  2. 2. CONSUMER DECISION MAKING Behind the visible act of making a purchase lies a decision process that must be investigated. The integration process by which knowledge is combined to evaluate two or more alternative behaviors and select one. The end product of the integration is called a choice. katherine chin
  3. 3.  The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. Two aspects such as affect and cognition are used to interpret products from the marketing environment and are processed in consumer decision making. katherine chin
  4. 4. Consumers are exposure to over 250 advertisement messages per day Notices only 11 to 20 ads katherine chin
  5. 5. LEVELS OF CONSUMERDECISION MAKING Routine Limited Extensive Response Decision Decision Behavior Making MakingLess MoreInvolvement Involvement katherine chin
  6. 6. EXTENSIVE DECISION MAKINGThis first level requires the consumer extensive information to create a set of criteria to decide what specific brand and extensive value of information about each of the brands to be chosen. katherine chin
  7. 7. LIMITED PROBLEM SOLVINGThe second level of decision making with which consumer has established the basic criteria for evaluating the product category and various brands in the category.Additional information is more like “fine- tuning” to differentiate among the various brands. katherine chin
  8. 8. ROUTINARY RESPONSEBEHAVIORThe third or last level of decision making, that consumer already had previous information about the product category.There is a well set of established criteria as basis for evaluation. A minimal amount of additional information is needed. katherine chin
  9. 9. CONSUMER DECISIONMAKING MODELInput StageProcess StageOutput stage katherine chin
  10. 10. INPUT STAGE Also called as the External Influence The consumers’ identification of a product need. Two major sources of information comes from firms’ marketing effort and sociocultural environment. Can be as simple as noticing an empty milk carton or it can be activated by marketing efforts. katherine chin
  11. 11. PROCESS STAGE The consumer decision making stage Need recognition Prepurchase search Evaluation of alternatives Decisions are based on psychological factors which are inherent in his motivation, perception, learning, personality and attitude katherine chin
  12. 12. OUTPUT STAGERefers to as post-decision activities.Purchase Behavior: A trial purchase is dependent on consumers’ satisfaction; he may repeat the purchase.Post Purchase Evaluation: the consumer is experiencing the product in the process stage. Being loyal to a certain brand or product. katherine chin
  13. 13. These insights into Filipino consumer purchase habits were culled from the annual Philippines Shopper Trend Report by global information company Nielsen.The Nielsen study, conducted between October 8 and November 23, 2011, interviewedat least 1,500 respondents who were both "main grocery buyers and key influencers" in urban locations nationwide. http://www.rappler.com/business/9647-what-type-of-filipino-consumer-are-you katherine chin
  14. 14. DIFFERENT FILIPINOCONSUMERSImpulsive BuyerSale SeekersLoyal to BrandGreen-mindedBuy Less More Often katherine chin
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  20. 20. THANK YOU katherine chin

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